PRESS RELEASES

Send in to your local newspaper.

Don't stop at your local papers move further a field
to papers in the surrounding areas.

Keep yourself in the public eye by regularly sending in
press releases about yourself and your company.

The production of a short press release is the most
effective way of introducing a "story" to a local newspaper or
magazine. It should give the journalist the principle information
regarding the subject, and provide a contact point for more details.

A few guidelines for the production of a press release.

Headline-It should be eye catching and immediately SELL
the story to the reader - whether it be the journalist who originally
receives the story, or the consumer who eventually reads the newspaper.

In order to retain the attention of the reader, the
press release should be relatively short and to the point, preferably no
longer than a page in double spacing.

Content

The introductory Paragraph Should summarise all the
main points of the story, in order that the journalist can decide whether
or not it will be of interest to his readers.

4th Paragraph summarises the main points again, with
availability details, address, telephone number. remember the story must
appeal to the average consumer.

For further Information - Always provide a contact
point for the journalist to obtain further information, photographs etc.

Always date a press release .Presentation- The press
release should be printed on your own stationery, in order that it can be
immediately identified with your organisation by the journalist.

Photographs - Wherever possible, include a photograph
or illustration with the press release, as this will significantly improve
its chances of the story being used by a journalist. Remember, for
newspapers, they may only be able to reproduce in black and white so
ensure it is an image that will reproduce well in this medium.

Timing - If the press release is to generate coverage
for a specific promotion or event, remember to allow enough time for the
newspaper to prepare the story and for the consumers to read the article.
Generally, a press release should be distributed at least 3 weeks before
an event in order to be most effective in generating consumer interest.

Distribution - A press release can be distributed to a wide variety of
media with positive effect. You should investigate details of all your
local media, including:

Daily, Weekly and Sunday Newspapers

Weekly and Monthly Magazines, i.e. Country Magazines

TV and Radio Stations

Always try to get the name of the editor or journalist covering
consumer interest stories - this will ensure it gets to the right person
straight away.

Follow - Up Always follow - up a press release after it has been
distributed. This means, telephoning the journalist to find out:

(a) If they have received the story - if not, send another and follow
that up.

(b) Whether they require any further information, photographs, etc -
this is an ideal opportunity to invite them to your clinic and may result
in an in-depth feature on your services etc. When will they be publishing
the story - so that you can buy copies on the right day for distribution
to customers, display in your clinic, etc.

Displaying your Leaflets

Place your leaflets where they can by easily seen;

At the reception desk where your customers make their bookings or place
their orders.

At eye level on a shelf.

Keep the leaflet dispenser well-stocked at all times.

Place your window stickers and posters in a prominent position,
preferably away from other window stickers.

Encouraging your customers to participate;

Don't wait for your customers to pick up a leaflet. Invite them to
take one, encourage them to participate